Singapore’s entertainment scene is seeing a new experiment with the launch of Superstreamer Asia, a reality TV competition where live-streamers take on challenges designed to test performance, selling skills, and audience connection. Produced by FLY Entertainment in collaboration with Synagie, Hoods Inc., IAmCasting and Shopee, the series blends entertainment with entrepreneurship.

Contestants will compete in live challenges that test not just their ability to perform, but to sell, connect, and convert in real time.

The show is the brainchild of Irene Ang, CEO of FLY Entertainment and a familiar figure in Singapore’s media landscape.

“They’re not just selling things; they’re entertaining, connecting, building communities. It’s the new stage, the new theatre,” says Ang. “Superstreamer Asia isn’t just entertainment; it’s a platform that could launch real, sustainable careers. Live-selling is not a frivolous pursuit — it’s the future of digital commerce.”

And the numbers back her up.

The business of going live

Globally, the live-streaming market is worth US$99 billion in 2024 and is projected to hit US$345 billion by 2030. In Southeast Asia alone, video commerce accounts for US$31.8 billion, or roughly 20 per cent of the region’s e-commerce GMV.

In Singapore, top live-sellers already make over SG$10,000 (US$7,720) a month, according to Superstreamer Asia’s own announcement post — a figure once reserved for senior corporate roles.

Yet, the spectrum is vast. Small streamers earn anywhere between US$50 and US$1,500 per month, while mid-tier creators average US$3k to US$5k per month. Globally, elite streamers can exceed US$1 million annually.

For some, it starts with a smartphone; for others, it evolves into a multi-camera production backed by analytics, automation, and artificial intelligence.

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When stories sell

One example is Benjamin Wing, a storyteller, content creator, and keynote speaker. In 2025, he went live for CarTimes at The Car Expo, bringing car sales beyond the exhibition floor.

“Going live for CarTimes taught me that people don’t just buy cars — they buy confidence,” he reflects. “And when AI helps you understand what the audience feels in real time, that’s a superpower.”

Wing’s comment captures the heart of this new creator economy: Performance meets psychology, powered by technology.

The creator economy and AI

Superstreamer Asia reflects a wider cultural shift where creators are being recognised as entrepreneurs. Contestants, ranging from 18 to 80, will face challenges that test creativity, engagement, and conversion.

Among them is Belle Kwok, who sees live-streaming as a balance of authenticity and commerce. “With the right AI tools, creators like us can turn personality into greater profit,” she says.

AI is increasingly present behind the scenes: from optimising lighting and sound to analysing audience sentiment and suggesting products in real time. Beyond these support functions, some creators are also experimenting with AI avatars as virtual co-hosts, exploring how automation can extend their reach and presence during livestreams.

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In China, Baidu’s AI version of influencer Luo Yonghao hosted a six-hour livestream reaching 13 million viewers and generating RMB 55 million (US$7.7 million) in sales. Other brands, like Brother China, have reported sales lifts after using AI avatars. Research published in 2025 also suggests that virtual hosts can increase trust, responsiveness, and impulse purchases.

The human edge

Even as AI plays a bigger role, creators emphasise that technology works best when combined with authenticity. Viewers return not only for efficiency but also for emotion, connection, and relatability — qualities that are difficult to replicate artificially.

That balance between human creativity and AI-driven optimisation is what Superstreamer Asia seeks to explore.

As Ang puts it: “FLY Entertainment has always transformed with the times. This is the next shift — and I’m excited to see where it leads.”

The next stage

The future of entertainment and entrepreneurship is converging – and Singapore is positioning itself as the epicentre of Asia’s creator-commerce revolution.

AI is not replacing influence; it is amplifying it, reshaping how creators connect with audiences and sustain their work. The next generation of live-streamers may not only perform but also design and manage engagement — potentially alongside AI tools that act as co-hosts or collaborators.

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